Extending brand beyond one best-selling picture book.
Recent girls' literary property transitions to broader product programs had been unsuccessful. Marketplace was skeptical of translation from print to full merchandising program. Lack of additional media required alternate method of achieving brand profile at retail. Property had compelling unique “voice” and focus on 'self-expression.' Opportunity for open ended “play pattern”. Specific appeal with “Dress up”. “Dress Up” children's product had evolved from seasonal costumes. Had become a significant every day category.
Focus on main character as a “real” kid who likes to be fancy. Ensure product accessible in terms of product and price point and not “only” available at specialty. Build program around Dress Up play pattern. Secure national retail exclusive to provide appropriate launch platform.
Secured multi-year retail exclusive with Target with committed endcap/inline placement and marketing support. Dress Up and Doll product
positioned as specialty quality product at popular price points. Full roster of licensee partners secured penetration into multiple channels.